APPLE INC.

A closer look to the world’s most valuable brand

AZELART ANOUK
DUBOIS LOLA
LABORIE DAMIEN
QIRJAKO FRENKI

Your Name
SUMMARY

Analysis
A. Branding Market Strategy

01 B.
C.
D.
PESTEL
Value Chain
SWOT
E. 7s Mckinsey

Marketing Strategy
02 A.
B.
C.
Segmentation
Target
Marketing Mix
D. Positioning
E. Sources of Volume

03 Our Data
A. Qualitative
B. Quantitative:
- Overview
- Participants
- Survey Results
- Limits
- Recommendations
 A. Branding Market Strategy

Blended digital
Sense of community content offers

Halo Effect

AIM EMOTIONS

Customer Experience & Value

 PESTEL: OPPORTUNITIES

SOCIAL TECH
- Rising trend of : social media, - Cloud computing trend
mobile access use. - Growing App market
- Apple: Symbol of social status. - Interconnected devices

ECONOMICAL LEGAL
- Forbes 2018: 2020 represents a - Stricter telecommunications
better global performance in regulations: Apple may create a
economy. new offer.
- Increasing developing economies:
Opportunity for Apple to expand:
less domestic market dependency
and more revenues.

POLITICAL ENVIRONMENTAL
One Belt One Road: distribution, - General effort to “go green”, reduce
logistics, communication. lithium waste: discounts if products are
returned

©
PESTEL: THREATS

SOCIAL
- Foxconn suicidal case: 2 workers killed
themselves, 16 others were injured in an
explosion.
- Mintel 2016: Behavioral shift of consumers,
tablets loosing USP
- Biggest WW consumer spending growth:
Africa, where people don’t know Apple/lack
emotional connection
TECH
- Competitors: Google, Samsung: duplicating
fast Apple: Android Pay. Apple losses the
uniqueness of signature services/products.
- Cannibalism: growing use of tablets &
smartphones will decrease PCs usage.
- Growing capabilities of cyber criminals:
Difficult to maintain Apple’s reputation

ECONOMICAL LEGAL
- Higher corporate tax in domestic
market: Apple IP laws of software(IOS) &
- A strong USD: increases Apple’s music(Apple Music)
prices. - Every country: its own legislation
- Increasing labour cost in China: - Stricter privacy &
22% overall, wages 17%. telecommunication laws.
- Increasing inflation in US: force to
pay dividends of $137 billion.

POLITICAL ENVIRONMENTAL
- Unstability of the US, restoring - Lithium batteries waste
production ay be forced. - China’s cutting greenhouse effect:
- Trader: US - China higher costs for Apple
- Corruption & Red Tape in Thailand,
China & Malaysia.
 Value Chain Template

🏭Inbound Logistics🏭: 🚧Operations🚧: 🛥Outbound Logistics🛥:

- reduced number of suppliers - Americas - Distribution of finished products in Apple
- Suppliers competing with each - Europe stores in high traffic locations: shopping
other - Greater China malls & urban districts
- Periods of 150 days - Japan - Acknowledgment of E-Commerce
- Asian Pacific

👩🏼💻Marketing & Sales👩🏼💻

- Apple retail stores
👨🏼🔧Service:👨🏼🔧
- Apple online store
- Accessible stores
- Direct sales force
- Well trained sales assistants
- Third-party cellular network carriers
© - Trade in products
- Wholesalers
- Retailers
 APPLE’S SWOT

I. High profit margins. I. High priced products

II. Top technology & rapid innovation II. Incompatibility with other software
III. Globally Iconic III. Lack of Promotion
IV. Proficient Research
V. Liam the robot: sustainability

STRENGTHS
S W WEAKNESSES

OPPORTUNITIES THREATS

I. Lack of green tech

II. Smart Wearable tech
O T I. Counterfeiting
III. Use of AI II. Increasing competition
IV. Consistent customer growth III. Lawsuits
V. Qualified professionals IV. Rising labour costs

©
 7s Model

©
Type of Criteria Devices Services Operating systems Accessories
segmentation

Geographic 1. Region 1. US and 1. US and 1. US and 1. US and

International International International International

Demographic 1. Age 1. 20 - 45 1. 18 - 30 1. 20 - 45 1. 20 - 45
2. Gender 2. Male & Female 2. Male & Female 2. Male & Female 2. Male & Female
3. Occupation 3. Professionals, 3. Professionals, 3. Professionals, 3. Professionals,
4. Income managers and managers and managers and managers and
executives students executives executives
4. Higher earners 4. High earners 4. High earners 4. High earners

Behavioral 1. Benefits sought 1. Sense of 1. Speed of 1. Speed of 1. Speed of

2. Personality achievement service service service
and belonging. 2. Efficiency 2. Efficiency 2. Self -
2. Self expression expression
speed of 2. Determined and 2. Determined and
service, ambitious ambitious 2. Determined and
advanced ambitious
features and
capabilities
3. Determined and
ambitious.

Psychographic 1. Lifestyle 1. Resigned 1. Aspirer 1. Aspirer 1. Aspirer,

2. Social Cass aspirer, succeeder, succeeder, explorer
succeeder, explorer explorer 2. Middle & upper
explorer 2. Middle & upper 2. Middle & upper
2. Middle & upper
 Mix Marketing
Promotion
• Concept of simplicity in its promotion
• Flashy messages, giving too much
information are too mainstream and not
appreciated by the people preference
for a simple white background with a
light music
• Communication messages revolve
around the emotions aroused by the
brand
Product
• Goals : create the best product
which generates a better user
experience
• Their focus is not on producing
products needed by customers, but
desired by them
• Simplicity and intuitiveness = major
characteristics of its products
Place
• U.S, South America, Europe, Japan,
Australia
• Implementation of a vertical growth
strategy
• Selling products through third-party
resellers, or via the Internet through their
own website or via iTunes online music
stores.
Price
• Known to be above average in the
industry
• use of a differentiation strategy: focus on
innovation and quality
• New technologies and high cash flow
allowed them to lower their prices and
offer more discounts
 POSITIONING
Apple is positioned as a luxury brand that carries a huge emotional connection
and loyalty among its customers.

There are 3 factors which are attributed to the positioning of Apple in the market :
the brand identity, the product design and quality, the advertisements.

High Price

Apple
Brand

Low Quality Quality

Low Price
 About Apple…

PRODUCT’S DESIGN & QUALITY

• Apple has been rolling out products which have been an
epitome of design and quality
• Apple has always come up with innovative technology and
improved designs and this, in turn, has led them to have a
strong command in the market and ask premium prices for
their products.

BRAND IDENTITY 2 PROMOTION

• Apple’s brand values, its culture, employees, • « The less the better » philosophy
Brand colors, Tagline, Tone of voice, Type of • Clear and straight messaging
Imagery… • The usage of mediums to promote their
• Contribution to the formation of a specific messaging also plays an important role in
position in the minds positioning Apple.

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